Oh London, you audacious, eccentric thing, could we ever get bored of you? London-based brand Lazy Oaf alone holds the answer to this question: a big "no", painted in bright pink chalk on a faded brick wall. 

In 2001, Gemma Shiel started to create t-shirts and sell them in Spitalfields market. 11 years later, her designs were being sold in over 250 shops across the world. Today, Lazy Oaf collections are complete and vary from knitwear to shoes via swimming costumes and accessories. Colour is Gemma's obsession: her rainbow-painted touch creates humorous, cartoon-like graphics, for a trademark original and juvenile style. 

Text and style by me in WAD Magazine #64 issue now available !